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As you’re working through the OKR process and they see that OKRs will give them more focus and a clearer view of how their efforts help to drive the business forward, people start to see the benefits. For some people it's about an increased opportunity for visibility and recognition with the company while others derive more value from a better understanding of how they help make the company a success.
Also, the fact they can be used to help prevent people being given work that’s outside their area can be really attractive – being able to look at the task and see if it lines up to the OKRs is a powerful tool. You need to have an environment where people are empowered to say “This doesn’t align to my OKRs – is there someone else who is better suited to this?” to get the full benefit as well.